Lately I’ve been giving a lot of thought to brand loyalty. Now I’m always thinking about this in a strategic way for our clients, however, I’ve been looking at it this on a personal and emotional level.
When we think of our favorite places, products and services we immediately have a feeling. What is that feeling you are portraying to your customers/clients?
And the list can go on.
Bob Burg says, “All things being equal, people will do business with, and refer business to, those people they know, like and trust.”
Being equal means that in your field you are good (rather exceptional) at what you do. For any field, expertise is a given and the first step.
Building brand loyalty starts with the foundation of know, like and trust. And then go a step further and truly understand your target market (and I don’t like that word but that’s what it’s called), to make the emotional connection. You have to take the time to get this and take the time to speak to this. And also important… be authentic.
3 Tips – How to Increase Loyalty
Consistency. In my favorite brands there is a consistency, I’m usually not disappointed. I choose the same brand over and over again because I know what to expect.
If it’s a service, they have a track record. However it’s more than that. I feel that they understand and care. We share the same values and that is powerful.
If people believe they share values with a company, they will stay loyal to the brand. ~Howard Schultz
Compelling Story. Sometimes, the brand is about the story they tell. I can identify. Again I feel they get it. They care.
Seth Godin rightly says: “Marketing is no longer about the stuff you make, but the stories you tell”.
Visual. They look awesome. Effective branding is visual.
The brain processes images 60,000 times faster than it does text. And it’s more accustomed to processing images—ninety percent of the information sent to the brain is visual, and 93% of all human communication is visual.
I often describe the home page of a website as the front door to a home. It sets an expectation. Does it look good? Does it encourage me what to explore further? Am I even at the right place?
Design is not just what it looks like and feels like. Design is how it works.
The other night I went to our local Rubio’s for a quick meal. I was surprised when I went in to see that they totally re-branded the tagline and all the visuals down to the art on the wall. I was pleasantly surprised. It’s fresh, it’s new, but more than that, it’s as if they evolved their brand to a more modern look. Did they have to do this? I don’t know. But as a consumer I felt they were investing in the whole experience. It stood out.
Staying ahead of the game means you continue to evolve. You speak to what your customers/clients need and to what they expect.
You invest in looking professional.
You stand out with an interesting story and you help your clients/customers participate in your story. You’re an expert that can be trusted and your liked. Even better your loved!
Investing in the look, feel and messaging of your brand from your website design to all your digital and print communications is a worthwhile investment.
As Jeffery Gitomer says:
Customer satisfaction is worthless. Customer loyalty is priceless.
However I believe satisfaction and loyalty go hand in hand!